BOSTON – January 28, 2019 – Global athletic leader New Balance debuts a music video today that celebrates the intersection between music and running culture to inspire women who relentlessly push boundaries and shatter their goals. This video represents a unique story of four of NB’s female runners who are “in Pursuit”, paired with a female-led band of musicians called BEGINNERS. The work was led by a female director and an all-female creative team at VMLY&R. This video kicks off a campaign for the Fresh Foam cushioning platform highlighting the data-driven technology, empowering runners to run their fastest without unnecessary weight holding them back.
“Through this high-energy music video, we are not only bringing to life the momentum of the song to encourage physical movement, but we hope to tap into an inner drive and momentum of women in their own personal pursuits,” says Allie Tsavdarides, New Balance Director of Global Marketing. “We are all on a journey; our goal for this project was to channel the potential energy in each of us and to encourage all of you amazing women to keep rocking.”
Featured in the video are four New Balance female runners, Lisanne de Witte (sprinter, Netherlands), Stephanie Garcia (steeplechase, US), Cory McGee (middle distance, US) and Bev Ramos (middle/long distance, Puerto Rico). The “in-pursuit” stories of each athlete working to unleash the best version of themselves will be highlighted on @NBWomen, @NBRunning and @NewBalance on Instagram and on newbalance.com.
The anthem video features a song from BEGINNERS x Night Panda called “Start a Riot” that drops today in conjunction with the music video. BEGINNERS is led by bassist and lead singer Samantha Barbera. Barbera and the band strive for honesty and authenticity in their music in an industry that often pushes musicians to conform to trends. New Balance shares and supports this mentality of defying convention and staying true to independent thinking and self-expression.
The video is directed by Lauren Sick and produced by Tessa Films. Sick is a Brooklyn-based director whose work spans lifestyle, sport, music and fashion. With a background in theater and movement, she focuses on bringing human expression and raw emotion to the forefront of her work. Sick believes that the right combination of sight and sound has the power to move, empower and inspire, which comes through in her work with New Balance.
For more information, visit New Balance on Instagram, Facebook, Twitter and Snapchat @newbalance, Instagram at @nbwomen and join the conversation using #FreshFoam.